Italian beauty brand KIKO Milano is positioning India as one of its top priorities outside Europe, the brand’s CEO, Simone Dominici told IMAGES Business of Fashion. The brand is working with Reliance Retail to scale up in the country.
Dominici said India stands out for its mix of size and a fast-changing consumer. “India combines scale with one of the fastest-evolving beauty consumers in the world. Consumers are more informed, digitally connected and discerning about quality and performance, and premium beauty is reaching a much broader audience.”
He added that over the next five years, alongside the United States, India will play a strategic role in the brand’s international business outside Europe.
Founded in 1997 in Milan, Italy, Kiko Milano is one of Italy’s leading makeup brands, offering affordable Italian cosmetics and skincare designed in Milan and produced largely in Europe. The brand’s product portfolio features over 1,200 items including lipsticks, foundations, mascaras, and eye shadow.
A Partnership Built for Scale
KIKO Milano first entered India in 2016, and in 2024, Reliance Retail acquired the brand’s India business as part of an expansion of its Tira beauty portfolio.
Dominici said unlocking KIKO Milano’s potential in India required a partner. “We already had a business in India, the question was how to unlock its full potential, and that required a partner with both scale and a deep understanding of the Indian consumer.”
Reliance Retail according to him brings local knowledge, infrastructure and importantly, its beauty retail platform Tira. “Together we can connect stores, e-commerce and Tira into one integrated journey, and grow across cities without treating every consumer the same way,” Dominici stated.
Store Network Set to Grow Exponentially
Currently, KIKO Milano has over 19 points of sale across its own stores and Tira, from Mumbai and Delhi NCR to Bengaluru, Hyderabad, Pune and Ahmedabad.
“From a distribution perspective, we envision a significant expansion of our retail footprint, with a growth rate close to doubling our current points of sale by the end of the year,” Dominici explained.
This expansion will come through a complementary mix of standalone stores and Tira shop-in-shops, alongside a growing e-commerce presence. While metros remain the priority for brand-building, Tira will help accelerate KIKO Milano’s reach into Tier 2 and emerging cities, he noted.
Online & Offline, One Journey
Dominici said digital will be a main pillar of future growth, though stores remain central to the brand’s philosophy. “Our Unified Commerce programme integrates our e-commerce sites with our physical stores. Digital is one of the main pillars of our future growth, so while our store network will remain central, we expect e-commerce to become an increasingly important contributor.”
Globally, the brand has invested heavily in connecting offline and online.
“They (offline and online) are part of the same journey. Consumers discover online, but colour and texture still need to be experienced in person, with the help of our Beauty Advisors,” Dominici stated.
The same balance between consistency and adaptation informs KIKO Milano’s approach to the Indian market, where it is leveraging digital and physical retail as complementary touchpoints while tailoring its global proposition to local consumer preferences.
Selective Localisation
For Dominici, localisation cannot be all encompassing but selective, all the while adhering to the global essence and defining characteristics of the brand.
According to him, KIKO Milano’s identity stays the same for India, but they carefully choose the products, shades and formats from the brand’s global portfolio to fit Indian skin tones, preferences and occasions.
They have also adapted merchandising, communication and retail experience to India, while keeping the products accessible through a premium price positioning strategy.
“India can teach confidence with colour and that expressive spirit is increasingly shaping beauty globally,” Dominici added.
This selective approach to localisation is also reflected in how KIKO Milano taps into India’s cultural moments, adapting its offerings to resonate with local traditions while staying true to its global brand identity.
Festive Beauty, Rooted in India
Festive occasions play a significant role in KIKO Milano’s India strategy, Dominici said. “Diwali is when beauty becomes celebration, gifting and shared ritual,” he noted.
Building on this sentiment, KIKO Milano launched Sparkle Stories, its second India-specific Diwali collection. Featuring 16 products, including the 3D Hydra Lipgloss and Unlimited Double Touch, the collection draws inspiration from Indian architecture through its packaging.
This focus on local relevance extends beyond festive collections to KIKO Milano’s broader ambition of building a stronger, more enduring presence in India’s beauty market.
Building a Top-of-Mind Beauty Brand
Dominici’s long-term vision is to establish KIKO Milano among India’s top 10 most top-of-mind beauty brands. “Our longer-term ambition is to rank among the top 10 top-of-mind beauty brands in India, but the real measure is simpler: whether people feel more confident and free to be themselves through KIKO Milano.”
Beyond makeup, skincare and fragrance are expected to be key growth categories for KIKO Milano in India as Indian consumers increasingly seek complete beauty routines and more sensorial experiences.
“We will expand thoughtfully, guided by how the market evolves,” Dominici concluded.
